10 Email Deliverability Terms Every Marketer Should Know – Part I

In the email deliverability and compliance many difficult and technical terms are used that are not common. Understanding the terms and having accurate knowledge about a platform you are using to build a loyal customer base is extremely useful as it will help you serve the customers in a better way. These terms will help you understand the email marketing, deliverability, compliance and email validation  in a better way.


1. Deliverability

The term refers to a number of factors contributing in reaching the inbox of the intended target audience. It basically tells whether the email has managed to land in the inbox of the customer or not. The factors affecting the deliverability are spam issues, bounce rates and sender’s reputation. It can be increased if the mailing list is regularly scrubbed using an email verifier. The term is commonly used because it carries the essence of a marketing campaign.

2. Spamtrap

Spamtrap are the email addresses owned by some of the major blacklisting companies with an aim of catching spammers in the email marketing world. The email addresses are legitimate, but once an email is triggered to such an address the marketing campaign is blacklisted and sender‘s reputation is degraded. Email address verification will help you remove spamtrap from the mailing list.

3. IP warmup

IP warmup is a process wherein emails are gradually triggered from an IP address to show the receiving server that the sender or the IP address sending the emails is genuine and legitimate. This process has helped a plethora of email marketers to successfully achieve their marketing goals.

4. Whitelisting

It’s the process wherein anti-spam filters are used and only pre-defined email addresses are allowed to pass the email gateway. Whitelisting can be done for a particular IP address as well. It is a tool to prevent spam complaints and increase the deliverability of the marketing campaign.

5. Sender’s reputation

It is a number indicating the trustworthiness of the email sender. The reputation is used by the email filters in deciding whether the mail should be rejected or accepted.